Canada can lead the world in food safety and quality

With one of the safest food systems in the world, Canadians can trust the food they eat. But consumers here and abroad are pushing the bounds of what “trust” means to them. Can Canada lead the world in redefining trust for the future?

Food systems around the world are under pressure and climate change is only one reason. The challenge of increasing food production without depleting “natural capital” (such as water), or ruining ecosystems, is another. In response, food providers compete for customers and seek out reliable sources of ingredients and foods. For instance, many grocery stores now offer “sustainably-sourced” seafood.

While food costs are a primary concern for many consumers, ethics, health and provenance are also influencing people’s decisions. Consumers can buy “cage-free” eggs, “low sodium” soups and “shade-grown” coffee. The array of choices is impressive, but a deeper concern is being signalled: The foods we enjoy come at a cost. The declining nutritional quality of food and agriculture’s significant environmental footprint are getting greater attention.

Confidence in the global food production system is being tested, creating a huge opportunity for Canada. If Canada could build even greater trust, it could redefine and leverage the country’s agri-food “brand.” Strengthening consumer trust while not disrupting our competitiveness could be the cornerstone of a new food strategy. There are five inter-connected steps to build genuine trust in Canada’s agri-food system.

First, demonstrating trust is the foundation. We already measure food safety incidents. Credible, national measures should track the agri-food sector’s performance on environment, nutrition and other factors. Industry and government can decide on the right benchmarks and disclose them. This is a key way to help secure the “social licence” to operate: avoiding restrictive regulations and minimizing public criticism and consumer skepticism.

Second, our efforts to reinforce the Canadian food brand could be more sophisticated. Canada is often thought of for its clean water and good soil, but what demonstrates this? Ireland has pledged that its exports will be 100 per cent sustainable. It’s time we back up our claims. Given our natural advantages and sound governance practices, Canada can and should aim high. We could be the food “supplier of choice” for consumers and customers.

Third, being sustainable is not just about good “PR”; it’s about productivity. The food sector has been improving water use, optimizing fertilizer application and lowering energy costs. Waste is generating alternative revenue streams (for example: using manure to produce electricity in bio-digesters). Managing natural capital has real economic value and reinforces the positive image of the sector. Sustainability should be at the top of every business and government decision.

Fourth, innovating differently is vital. Considerable cross-cutting scientific challenges face all countries’ food production, such as adapting to climate change and sequestering more carbon. A new innovation system must better co-ordinate our scientists so that research and investment reach beyond organizational silos. Setting shared national research priorities, with public- and private-sector involvement, would be an excellent start. This will enable Canada to remain a reliable and high-quality food supplier.

Fifth, Canada’s agri-food system needs to be recognized as an economic engine that generates wealth and improves ecosystems and the health of citizens. But this sector shies away from embracing a common purpose. “Enhancing trust” offers up a goal that most in this sector can rally around. This should help it win more supportive policies at home. Being a leader in managing natural capital could help Canada advance its interests abroad, too, by influencing international food standards.

The issue of trust — when broadly considered — is redefining food systems for the future. Canada could become a global leader in producing food that actually enhances the health of our ecosystems and improves the nutrient quality in our food. The question now is whether stakeholders are willing to work together to make this happen.

David McInnes is president & CEO, Canadian Agri-Food Policy Institute (CAPI), and Don Lenihan is senior associate, Canada 2020. This article is based on CAPI’s report, Achieving What’s Possible for Canada’s Agri-Food Sector.

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Moe, Scheer and their ilk readily stoke anger over trumped-up complaints about any policy choice which isn’t fully subservient to corporate polluters, making patently flawed demands alongside false claims of public support. And they have no scruples about joining forces with racist groups in the process, even as they disclaim responsibility for that connection, writes columnist Greg Fingas.